Your Complete Guide to Electronic Direct Mail (EDM) Marketing
As of 2022, there are 4 billion daily email users. Yes, you read that right. That’s half the world’s population. That’s why EDM marketing is such a powerful tool for businesses.
Unlike traditional marketing methods such as TV commercials, radio ads, and print ads, EDM marketing allows you to target specific customers based on their interests, demographics, and past behaviours. In fact, statistics show that 64% of small businesses are using email marketing to reach customers, and 91% of consumers check their emails at least once daily. Businesses have been turning to email marketing as one of their key marketing channels today. How? You can outsource a digital marketing agency or work on the email marketing campaign yourself. Okay, but how?
Let’s start with the basics. What is EDM?
Electronic direct mail marketing.
A type of digital marketing that makes use of emails to send messages directly to customers. It’s a highly effective way to market your brand, products, and services; as with email marketing, it allows businesses to create stronger relationships with their audience by providing them with timely, relevant content and offers.
Traditional marketing vs email marketing; which will bring in better results?
There’s no limit to what messages you want to send to customers with an EDM marketing campaign. Promotional, educational, informational, follow-ups, reminders; if you can think it, you can send it. When executed well, EDM marketing can help your business grow in several ways.
Here are some of the top 5 benefits of EDM marketing:
- Enhances Customer Relationships
EDM marketing allows you to build relationships with customers and keep them updated on the latest news from your business. Through email, you give your customers a chance to get to know your business and learn about what it can offer.
- Increases Brand Awareness & Sales
EDM marketing is a great way to build trust and authority in your industry, increase your brand’s visibility, and let people know about what you have to offer. With well-crafted emails, you can convert leads into customers.
- Saves Time & Money
- Compared to traditional forms of marketing, EDM marketing is less expensive and saves time as it doesn’t require manual labour or production costs such as printing materials or hiring personnel for distribution. Additionally, EDM marketing automates many tasks related to customer engagement, allowing you to prioritise other areas of your business.
- Improves Email Deliverability
- By implementing EDM techniques such as segmentation, personalisation and testing, you can improve the success rate of your emails. These will allow you to focus on a much more relevant audience, albeit a much smaller group. Segmented emails have been shown to have a direct link to increased email revenue (a whooping 760% increase!).
- Drives Traffic to Your Website & Generate Leads Easily
- You can include just about any link in your EDM campaigns to drive traffic to your website or other online platforms. Just make sure you can entice your readers to get them to click on them! With EDM marketing, you can generate leads quickly and easily by offering incentives such as discounts and freebies for signups or purchases.
3 Best EDM platforms in Malaysia for digital marketers
Start running your EDM marketing campaign and achieve business growth
When choosing the best EDM platform for your business, several excellent options are available in Malaysia. Most EDM platforms can help you kickstart your EDM marketing campaigns for your business but these are the ones most commonly used.
MailChimp is a popular EDM platform that offers a range of features such as template creation, analytics, automated campaigns and more. This platform will also help to analyse your data and provide you with personalised recommendations to improve your content, targeting, and automation.
Besides providing powerful insights into customer behaviour, Hubspot allows you to create automated campaigns easily. The platform is also integrated with HubSpot’s sales CRM software, making it easier for you to personalise emails and build customer lists.
- Constant Contact
Trusted by millions of businesses for over 25 years, Constant Contact is an EDM platform that offers several features such as contact management, email marketing automation, A/B testing and more. They even provide a free 7-day trial for those that want to try out their easy-to-use features.
How to start with EDM?
Start by growing your customer database (we highly advise against buying data – this will not only violate data privacy laws but also negatively affect your brand image in the long run!). Then, proceed to segment and identify your target audience, set goals and objectives, craft personalised EDM content, and decide which EDM platform to use.
Build brand loyalty, reach out to potential customers, and more with just email marketing
Once that’s done, you can begin sending out EDM messages that are relevant to your target audience and gradually track the performance of your email marketing campaigns. Finally, use the insights gained from your EDM campaigns to improve your EDM marketing strategy. There’s no one way to go about your email marketing strategy; it’s more so on trial and error to see what works and what doesn’t.
Tips: Further enhance your marketing efforts by developing an email marketing campaign plan that’s fully integrated into your overall marketing strategy.
EDM marketing can be a powerful tool for businesses to reach their target audiences, build relationships, and increase sales. With the right EDM platform in Malaysia, you can easily launch EDM campaigns and start growing your business quickly and effectively.
So why not get started today?
If you’re on the lookout for a digital agency in Kuala Lumpur that’s well-versed in all things digital, look no further. Primal Malaysia is a full-funnel marketing agency with expertise in paid media, SEO services, and more. Partner up with us and start seeing results!